Marketing Articles: Most Recent

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After hearing all the buzz about blogs and how popular they are becoming, your company decided to dive into the blogging waters. But that was months ago, and even though you've posted a few times, your blog has gotten little or no comments, and only a handful of visitors a ... more

Marketing effectiveness—achieving it requires an organization with the resources and know-how to achieve the fine balance between the art and science of marketing. In other words, it take a little of both to create marketing programs that meet measurable business objectives.
Here are seven hurdles to marketing effectiveness, along with proven ... more

Dunderson, a Swedish manufacturer of high-end urban clothes, wanted to expand its clientele to the key US market. Since the vast majority of its business came from third-party retailers selling to European consumers, it had limited exposure to Americans—mostly through one retail outlet in New York City. At the same ... more

Building Web sites involves three very different kinds of skill—technical, visual, and editorial—and the three must work together, which is why the task is so daunting.
Here are 10 tips for smoothing the process.
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Never before have business-to-business (B2B) marketers faced such enormous pressure in their jobs. With competition intensifying and prospective customers becoming increasingly elusive, companies are demanding that marketers deliver measurable results. Chief Marketing Officers (CMOs) are now expected to demonstrate the impact of their actions and the return on their investments. ... more

How companies deal with negative experiences is just as important as creating positive experiences.
In light of the recent pet-food poisoning cases, several companies have taken the lead in reassuring pet owners that they are being proactive in responding to concerns. Which is good: Reacting immediately and proactively is not an ... more

In his keynotes and recordings, world-class motivational speaker and sales trainer Zig Ziglar often talks about the importance of having meaningful, specific goals. And he'll drive home his point with the rhetorical question, "What would you rather be in life, a meaningful specific or a wandering generality?"
As marketers and business ... more

Fast food consumers are rarely loyal—if they see a shorter line across the street, that's usually where they'll go. Accordingly, Miami Management—which owns 16 Wendy's franchises in Kentucky—implemented new technology that changes the drive-thru process by adding multiple lanes and a remote order center. The long-term payoff: quicker, more accurate ... more

Maybe you own your own business, or perhaps you're a critical cog in the corporate machinery responsible for marketing your company, brand, product, or service.
If that describes you, here are 18 things you need to know about Web marketing but might be afraid to believe.
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Congratulations! The lead machine is up and running. Your marketing programs are bringing in new prospects and you're starting to have an impact on the revenue line. You have a bigger budget this quarter, and more target audiences to add to your list. The stakes just got higher. With untested ... more

This week, the Lenskold Group and MarketingProfs released results of our new survey on marketing accountability, measurements, and ROI. The 2007 Marketing ROI and Measurements Study focuses on the difference between companies using profitability metrics and those using traditional marketing metrics with no financial metrics.
Among other findings, the research ... more

Creative accounting is certainly an ill-advised proposition, but in most other areas of business, from manufacturing to marketing to management, creative thinking often represents your most valuable, viable opportunity to differentiate your company from the competition.
With indistinguishable offerings saturating many industries, creativity might even be your most important asset. ... more

Many business owners or CEOs have not taken the time to educate themselves about what marketing is, and what it should be doing for them. Sometimes, even those who have lack a good grasp on a good and accurate definition of marketing.
Why does this happen? And what can we ... more

When Dutch Internet company Rhinofly needed new designers, project managers, and programmers, the company didn't want to use traditional job boards because in the past they hadn't been effective in attracting qualified candidates. To target the best tech-savvy job candidates, Rhinofly created a video capturing the essence of the company ... more

The goal of lead generation is the creation of more selling opportunities. As a result, lead generation is a critical subset of a company's sales and marketing strategy, and it must be carefully managed to ensure that the sales team is in front of qualified buyers, selling and closing.
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We've learned not to trust email to arrive safely in the recipient's inbox. So we leave voicemail asking whether the person received the email or the earlier voicemail.
How much follow-up is too much? Where do you draw the line to avoid becoming a stalker or "that crazy person who keeps ... more

The Exodus story tells us about one of the world's first CEOs. With Passover beginning the night of April 2, it seems fitting to look at Moses' strengths and weaknesses. Was he a good leader? Did he market freedom and the Promised Land successfully?
Whether your religious traditions embrace the Old ... more

This month, college players are hoping their hard work, preparation and practice will pay off with a NCAA title.
Marketers, like the college teams, can use these five winning strategies to improve their email marketing game.
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A Web widget is a mini tool—a chunk of code that people can insert in just about any Web page to perform a specific function. Usually, Web widgets are snippets of HTML.
Experienced Web developers may question the significance of Web widgets. For them, the concept of chunks of reusable ... more